Amazon said the octocopters would be "ready to enter commercial operations as soon as the necessary regulations are in place," noting that the Federal Aviation Administration was actively working on rules for unmanned aerial vehicles.

Bezos hinted that part of the motivation behind the mini-drones was to make sure Amazon remains on the cutting edge of the retail industry.

"Companies have short life spans... And Amazon will be disrupted one day," he said. "I would love for it to be after I'm dead."

Amazon's book-selling rivals Waterstones have been quick to respond to Amazon's announcement with a spoof innovation of their own.